Divide And Conquer By Being ‘Technomoderate’

It is very difficult for a person to  simultaneously “technomoderate” and also build a brand on social media.

That is to say, those who profit from any social media platform are constantly using it, which makes it very difficult to demotivate them from using these tools in the first place.

The more people use Facebook, the better they tend to get at using it, and the more rewards people tend to achieve from these systems. Therefore, asking kids who dream of having their own brand to use social media less often will hurt them. What do I do? I’m stuck!

I know that building brands online requires countless hours of dedicated work, along with the offline sweat. It is ridiculous what you need to do today in order to build a name in social media.

People spend too much time engaging support groups, managing bots to help with social media engagement and creating great media content to be shared. Limiting how often you share your stuff isn’t an option anymore. It is a requirement to share, and share often, if your goal is to build any type of brand in cyberspace.

Thankfully – at least from my “moderating” perspective – having too many social media messages released each day tends to backfire. I suspect this is related to the fact that producing quality content is difficult and expensive, and to the fact that posting too much content a day acts like a divide-and-conquer type of thing. People divide their own efforts, which tends to decrease what we call social media engagement.

People tend to remember what they hear more frequently, though. Social media professionals know this and therefore keep developing their image in cyberspace on a daily basis. But again, too much creation may do you more damage than good.


This is where Dr. A comes and says, “Kids, let’s build our brands in social media, but remember: Trying to build your brand too quickly will backfire. You need to engage in this process with moderation.”

Listen to me: Clever will be the ones who don’t abuse the social media system, because if they do, they will end up losing what they built. People tend to get sick of being bombarded with multiple messages because we are constantly receiving messages from hundreds, if not thousands, of people every day. There is hope for some technomoderation, I’m glad to say!

Building a brand, online or offline, is tough. It is time-consuming. Attracting a loyal clientele isn’t that simple. Now add in having to engage with them online on the top of that! Dude, I know that practice makes perfect, and in the world of social media, things aren’t any different.

A person’s social media IQ is directly related – like anything else – to use, but a degree of rest is a requirement for things to work.

Playing the game with frequency pays off, but there is a price or two to be paid. There is a physical and financial price to it, I must add.

Can you imagine building content on a 3-by-4 inch canvas, hitting tiny buttons at a rate of one keystroke per millisecond constantly for a good five minutes per session, four times a day, with the hopes of being rewarded by complete strangers 24/7? This act can be pretty physical, don’t you think?

And there is a cost! In a previous column, I revealed that spending $150 in social media services alone each month is only a fraction of the cost to build an image online. Are you ready to commit the equivalent of a car payment dedicated to growing your Instagram account? There is a price to all this madness.

As a professor who teaches social media and innovation, and believes in the moderate use of technology, this reality is — at a bare minimum — disturbing to me, unless “technomoderation” is adopted. By not using the tools, people lose by not playing the game. By overusing them, there goes your health and finances. What’s in the middle? I know, you love me … technomoderation!

Please keep this a secret.

Dr. A says, “Those who use social media tools within reason enhance their knowledge of the medium, and can build a brand over time with reason. I don’t think those who decide to ignore this advice will win,  ultimately.”


(About the writer: Dr. Luis C. Almeida is an associate professor of communication at Lee University and a TEDx speaker. He is the author of the book “Becoming a Brand: The Rise of Technomoderation,” and a devoted Christian. He can be reached via his website at  luiscalmeida.info.)